Communication Skill of Service Provider as the Principal Determinant of Customer Satisfaction: A Case of Doctors' Service

Abstract: Communication style is intensely influential on customers' purchase probability, trust, satisfaction, perceived service quality, and perceptions of brand affection, competence, and attachment. Social interaction models tell us that when consumers engage in service interactions, they rely largely on the communication style of the service personnel to develop their evaluations in which they have little knowledge of service issues. The frontline service personnel represent the image of the organization. The perception of customers towards the organization is influenced by their experiences at the frontline. A poor service delivery experience by a customer influences the image of the organization as the customer may share his/her bad encounters with other people. So, it is important that the organization ensure the quality of frontline services to secure a positive image of the organization. The study suggests the need for employers to provide training to the staff to improve their communication skills and develop favourable attitudes.